EXCLUSIVE: Hailey Bieber’s Beauty Brand Hires Honest Co. CEO

Hailey Bieber is filling out Rhode’s C-suite.

The founder, chairwoman and creative director of Rhode has hired Nick Vlahos as chief executive officer, effective immediately.

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“Nick has a proven track record of growing companies and his expertise in innovation, distribution, global expansion and team development are going to be instrumental as we continue on to our next chapter of accelerated growth,” Bieber said in a statement.

Vlahos was most recently CEO at the Honest Co., Jessica Alba’s brand, a tenure that culminated in an initial public offering that valued the business at $2.1 billion. Prior to that, he worked at the Clorox Company as chief operating officer. His hire comes after the promotion of Lauren Ratner, who was recently promoted to president and chief brand officer.

“In less than two years, Rhode has been disrupting the entire category by delivering outstanding product performance, while developing forward-leaning brand content that captures consumer imagination. The team has built an incredible foundation and I look forward to helping bring Hailey’s vision to life,” Vlahos said in a statement.

Beauty’s C-suites have seen a reshuffling across categories. As reported, a handful of new CEOs have been named to brands of all sizes as a result of the rapidly evolving beauty market. Among those are Beautycounter founder Gregg Renfrew’s return to that brand, Savannah Sachs’ appointment at Eighth Day and Amanda Baldwin’s helming of Olaplex, among many others.

Rhode is also still on the growth path. After a bevvy of new category expansions — including lip color, an essence and a cleanser — in addition to buzzy collaborations, it has also expanded into the U.K. and select markets in the E.U.

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